28.11.2025
On December 10, the Energy Club forum “The Energy of Women’s Leadership: Women Sustaining Ukraine’s Energy Front” will take place in Kyiv.
The event focuses on the unique experience of women leaders who are ensuring the operational resilience, strategic development, and viability of the Ukrainian energy sector during the full-scale war. The forum’s goal is to finally bring their contribution out of the shadows, share practical anti-crisis cases, and strengthen the role of women in a field that has been considered “male” for decades. This is about the strength that did not break under the pressure of war. It’s about women who make difficult decisions, lead teams, take the hits, and continue moving forward when it seems there are no resources left.
Among the speakers who are shaping a new culture of management and communications in the energy sector is Kateryna Ivanus, Founder of Kateryna Ivanus PR&media consulting. At the forum, she will discuss how women move from involvement to real influence, why a female leader’s voice in 2025 must sound confident and convincing, and what role PR plays in this process. She knows how a woman can not just be “involved” but become influential. Attendees will hear about the courage to speak up, the power of authenticity, and the new rules of the game in wartime communications. How does a woman withstand expectations of perfection, how does she avoid minimizing her strength, and how can she sound not louder—but more convincing?
Kateryna discussed her own professional journey, overcoming stereotypes, the specifics of women’s business, personal branding, vulnerability, and strength in crisis communications in a conversation with the Energy Club media department.
— Ms. Kateryna, you founded your own agency. The field of PR and communications is often perceived as “female,” but the competition is fierce. What stereotypes—both about women leaders and about PR specialists—did you have to fight on the path to launching your own business?
— I have been working in communications since I was 18. When you enter the profession so early, the stereotypes are twofold: both about being a woman and about age—you’re “too young,” “too ambitious,” “too much”. Plus, you have to understand the context: when I started, PR as a profession in Ukraine practically did not exist; it wasn’t even in the register. We were the generation taking the first steps and setting the standards. And that was a stereotype, too: not only about me as a woman but about the field itself. Everyone saw PR back then as something easy, “about pretty pictures”. But I worked in crises, complex topics, reputational risks, and strategic consulting—and that required much more.
When a woman enters such topics, she is scrutinized more closely than a man. Initially, they assess not expertise, but tone, look, appearance, and manner of speaking. At some point, I stopped paying attention to stereotypes. I just did my job—and I did it better than many. I am very pleased to see how, in recent years, this profession has become one of the most prestigious, and how respect for it has grown. And I am sincerely happy to be able to say: I was part of its formation.
— In your opinion, are there specific features of running a purely “women’s” business in Ukraine? Perhaps in the management style, approaches to clients, or team building?
— A woman’s business is not about strength or weakness. It’s about style. Women build business differently: we are sensitive to context, we see deeper, we know how to hold many things at once—and not lose empathy. We build not only processes—we build relationships. In Ukraine, a woman runs a business in conditions where she is simultaneously expected to demonstrate firmness and understanding in decision-making. And you know what? We do it brilliantly.
— Much is said about the importance of personal branding. Does its construction differ for a female leader and a male leader?
— Yes, there is a significant difference. A man can step out and simply say: “I am strong in this”. A woman needs to “prove” it a little more. A woman needs not only to be competent—she needs to learn how to be visible. There are typical traps: the fear of seeming too ambitious, or, conversely, excessive softness. The desire to please everyone, the tendency to diminish her achievements so as “not to annoy”. That fear that someone might think: “Oh, she’s too…”. But the strongest personal brand for a woman is one in which she does not play a role, but simply speaks to the point—she begins to be heard completely differently.
— As a PR expert, do you often see women entrepreneurs or top managers who are unable or ashamed to talk about their successes? Why is it often easier for men to boast (i.e., publicize their achievements), and how can women overcome this barrier of “awkwardness”?
— Because women have been taught for years to put themselves in the shade. It’s a deep social setting. Men do not apologize for success, but women very often do this automatically. I see every day—beautiful, strong, intelligent women talk about their achievements as if diminishing them in advance. This is not about a lack of results—they have more than enough. This is about how deeply ingrained the habit of restraining our own scale is within us. And there is only one way out: learn to speak with facts and calmly. Without excessive emotionality, without the need to please, without the internal “I’m sorry I’m successful”. This is the position of a mature leader—when your voice sounds confident because you know the value of your work.
— Let’s be honest. When a female speaker takes the stage or gives an interview, how much attention is still paid to her appearance, clothing, and hairstyle, and not to the essence of what she is saying? Is this trend changing, and how does PR help shift the focus to expertise?
— Yes, when a woman enters the public sphere, in the first minutes attention really concentrates on appearance. And there is no point in saying that this does not exist—we all live in a world of impressions, and it is part of the game. But everything changes the moment you start talking about the essence. The war taught us to listen deeper and more attentively. It is during these years that women have become the voices of companies, volunteer movements, and international partnerships. And at that moment, appearance ceases to be the issue—the position, experience, and content become paramount. Communications play an important role: they help to clearly convey the main idea so that it is heard immediately. Not to get lost in the first impression, but to quickly get to the content.
— Authenticity and sincerity are in vogue now. But PR is often about building a calculated image. Where is the line for a female leader between being herself (with weaknesses and emotions) and maintaining the “façade” that business requires?
— Being sincere does not mean demonstrating your emotions outwardly. Sincerity is honesty, but without chaos. It’s when you are not playing a role, but you are also not broadcasting everything that is happening inside to the audience. We can all be tired, irritated, or vulnerable—that is a normal part of life. But the people who listen to you need something else. They need clarity, position, and support. Something that can be helpful, supportive, and strong. And many confuse “façade” with “mask” here. Façade is not about falsehood. It’s about a framework in which you remain yourself, but present yourself in a way that harms no one. This is professional maturity—when you are honest, but composed.
— Is it true that reputational crises are more painful for women? Is society more inclined to forgive men’s mistakes, while demanding flawlessness from women? As a PR specialist, what specific features of crisis communications for women would you highlight?
— Yes, significantly. When a man makes a mistake, society perceives it as part of the journey: bad luck, it happens. When a woman makes the same mistake, it suddenly becomes a characteristic of her personality. In crisis situations, a woman has to act differently. She must remain restrained even when everything is tense internally, and work with the audience’s emotions because society reacts to women more sensitively. She needs to first calm the situation, stabilize the background, and only then restore her reputation. And even what would be simply called a “tough stance” for a man, a woman might be labeled as aggression—and they might not forgive her for it. But there is a very important thing I always repeat: a woman has the right to make a mistake. Just like a man. And she has all the tools to get through it with dignity. It’s not about being perfect. It’s about the ability to remain a leader even when things are difficult for you. And honestly, women withstand crises better than society is accustomed to thinking.
— How has the war changed the rules of the game in communications? Many women have become the voices of their businesses and volunteer movements. What new demands for tone of voice and sincerity has this placed on Ukrainian leaders?
— The war has made us more mature. This is felt in everything. We have not become tougher; we have become more conscious. In many companies, a woman has become the voice—and this is no longer about femininity in the usual sense. It’s about the capacity to hold people and the situation. Today, leaders are expected to use a different tone—simple, clear, and human. The world is tired of gloss. People don’t need perfect images; they need the truth—but spoken with dignity, without excessive emotion or unnecessary drama.
— At the forum, you will be speaking on the topic “Women’s Leadership in the Ukrainian Energy Sector: The Path from Involvement to Influence”. Without revealing all your cards, give one, but the most important, PR tip for every woman who wants her voice in business to sound louder and more convincing in 2025.
— Speak as if you have every right to. Because you do. Don’t diminish yourself; don’t quiet your voice just because someone might feel uncomfortable. Don’t explain the obvious—your competence is visible in your results. Don’t apologize for ambition. And don’t hide the strength that is inherent in you. The new times are about something different. About a woman who no longer adjusts to someone else’s expectations or plays a role. She simply is. And that is enough to be heard.
